PERAN EMOSI POSITIF MEMEDIASI PENGARUH DISKON KILAT TERHADAP PEMBELIAN IMPULSIF

Abstrak

Penelitian ini bertujuan untuk menjelaskan peran emosi positif dalam memediasi pengaruh diskon kilat terhadap perilaku pembelian impulsif di kalangan konsumen online produk skincare Whitelab di Kota Denpasar. Studi ini dilakukan di Denpasar dengan melibatkan 100 responden yang diseleksi menggunakan metode non-probability sampling. Data dianalisis dengan teknik statistik deskriptif dan inferensial, yang mencakup Analisis Jalur (Path Analysis), Uji Sobel, dan metode Variance Accounted For (VAF). Hasil penelitian menunjukkan bahwa diskon kilat berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif. Selain itu, diskon kilat juga terbukti secara signifikan meningkatkan respons emosi positif. Emosi positif, pada gilirannya, juga berkontribusi secara signifikan dalam meningkatkan pembelian impulsif. Penelitian ini juga mengungkapkan bahwa emosi positif secara signifikan memediasi hubungan antara diskon kilat dan pembelian impulsif produk skincareWhitelab oleh konsumen online di Denpasar. Implikasi praktis dari penelitian ini menunjukkan bahwa Whitelab perlu memperhatikan waktu pelaksanaan dan durasi program diskon kilat. Strategi tersebut dapat menciptakan rasa urgensi dan membangkitkan emosi positif konsumen, sehingga mendorong peningkatan pembelian impulsif, penjualan, dan loyalitas pelanggan.

This research aims to explore and describe the role of positive emotion in mediating the influence of flash sales on impulse buying behavior among online consumers of Whitelab skincare products in Denpasar City. The study was carried out in Denpasar, involving a sample of 100 participants selected using a non-probability sampling method. The data were analyzed through both descriptive and inferential statistics, which included Path Analysis, the Sobel Test, and the Variance Accounted For (VAF) method. The findings indicate that flash sales significantly and positively influence impulse buying behavior. Additionally, flash sales were found to enhance positive emotion responses significantly. Positive emotion, in turn, also significantly contributes to the increase in impulse buying. This study also reveals that positive emotion significantly mediates the relationship between flash sales and impulse purchases of Whitelab skincare products made by online shoppers in Denpasar. The practical implication of this research suggests that Whitelab should carefully consider the scheduling and duration of their flash sale promotions. By doing so, they can effectively trigger a sense of urgency while simultaneously stimulating positive emotion, which may ultimately lead to greater instances of impulse buying, improved sales performance, and stronger customer engagement.